Typically, 2 Chainz’s visuals feature lavish parties, YG’s highlight his deep love for his hometown of Compton, Calif. and Offset’s are often rife with surrealist imagery. However, the video for their recent collaboration “Proud” not only manages to touch on all three of those aesthetics, but it is also an incredibly sweet love letter to moms everywhere.
Although that new aspect is a bit out of character for the three hip-hop luminaries, it makes a lot of sense in context. On “Proud,” 2 Chainz, YG and Offset wax poetic about their mothers, the important role they played in helping them develop as men and recording artists and the pride they feel at being to financially provide for the women who raised them. The video, directed by Chainz and Howard Ross, literalizes this theme by having all three rappers mothers appear on screen dressed like their sons and lip-synch their verses.
As such, “Proud” feels decadent, provincial and uncanny, but most prominently, deeply heartwarming. The reason being it reminds the viewer that every rapper, no matter how famous or hard, loves their mothers.